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2025 Developments
Home and garden in Thailand in 2025 registered a current value contraction of 1% to THB252,054 million, diverging from the growth seen in the Asia Pacific region overall, as sustained cost-of-living challenges and high household debt constrained spending and drove consumers towards accessible essentials and space-saving solutions. Despite this muted performance, the industry remains highly competitive and dynamic, with value-led propositions, sustainability, and digital integration reshaping strategies for both established and emerging players. Brands that succeed are those that credibly address price sensitivity, leverage omnichannel capabilities, prioritise affordable, multifunctional products, and invest in transparent sustainability practices, positioning themselves to benefit from a gradual return to growth, with a projected current value CAGR of 2% through to 2030. For companies, building trust through clear environmental credentials, innovating for compact urban living, and integrating digital tools across the shopping journey are critical to winning share in a market that remains attractive for its scale, resilience, and long-term potential despite near-term caution.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
If you're in the Home and Garden industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home and Garden in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home and Garden in Thailand?
- Which are the leading brands in Home and Garden in Thailand?
- How are products distributed in Home and Garden in Thailand?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
- Where is future growth expected to be most dynamic?
Home and Garden in Thailand
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Home and Garden
Value-Focused Retailers Capture Spending as Cautious Households Defer Some Major Purchases
Chart 2 Mr D.I.Y. Grows Strongly as Cost-Conscious Thai Shoppers Trade Down to Low-Price Essentials
Home Furnishings Leads, with Urban Lifestyles Driving Demand for Compact, Affordable Designs
Sustainability Gains Importance, While Omnichannel Accelerates
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Chart 5 Ikea's Chiang Mai Order Point Shows How Far Online Has Moved into the Homewares Journey
Retailers to Leverage Affordability and Digital Integration to Capture Value-Driven Demand
Players Expected to Build Trust with Credible Sustainability and Local Sourcing
Shopee, Lazada and Tiktok Shop Will Drive Omnichannel Shopping with Digital-First Experiences
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Siam Sanitary Ware Industry Sustains Its Lead with Innovation and Eco Design
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Home Products Specialists Defends Leadership with In-Store Experiences
Shopee, Lazada and Tiktok Shop Accelerate E-Commerce Growth with Digital-First Strategies
Chart 10 Retail Channels 2020-2025
Personalisation and Regulatory Pressure Push Development beyond Price
Chart 11 Cotto's Eggshell-Infused Sanitaryware Turns Waste into Low-Impact Materials
Material Breakthroughs and Award-Winning Design Showcase the Innovation Pipeline
Provenance and Compliance Redraw the Boundaries of Competitiveness
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Economic Context for Home and Garden
Chart 15 Population 2020-2030
Chart 16 Consumer Expenditure 2020-2030
Chart 17 Population by Generation 2025
Chart 18 Consumer Context for Home and Garden
Home Improvement in Thailand
Key Data Insights
Home Improvement Summary
Consumer Caution Due to Debt Pressure and a Move to Affordable Upgrades
Chart 19 Mr D.I.Y. Grows Strongly in 2025 as Cost-Conscious Thai Shoppers Trade Down to Low-Price Essentials
Homeowners Prioritise Floor Covering for Lasting, Visible Results
Chart 20 Homepro S Reformats Home Improvement around Compact Living in Thailand
Chart 21 Cotto's Eggshell-Infused Sanitaryware Shows Thai Manufacturers Turning Waste into Low-Impact Materials
Cotto Leverages Eggshell Innovation to Win Eco-Conscious Buyers
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Expansion of Low-Cost Offers to Meet Price-Sensitive Demand
Floor Covering to Maintain Dominance as Modular Solutions Drive Incremental Growth
Capturing Eco-Conscious Buyers Will Become Increasingly Important
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Siam Sanitary Ware Industry Drives Loyalty with Resource-Efficient Innovation and Digital Engagement
Chart 26 Company Shares 2025
Chart 27 Brand Shares 2025
Home Products Specialists Defends Share Even as Digital Rivals Accelerate
Retailers Intensify Value Offers and Omnichannel Strategies to Retain Price-Sensitive Shoppers
Chart 28 Retail Channels 2020-2025
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Economic Context for Home Improvement
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Chart 35 Consumer Context for Home Improvement
Gardening in Thailand
Key Data Insights
Gardening Summary
Chia Tai Home Garden Expands Urban Wellness Demand with Small-Space Solutions
Chart 36 Chia Tai's Farm From Home Kits Meet Rising Demand for Small-Space, Wellness-Oriented Gardening
Social Commerce and Digital-First Retail Boost Accessibility for Urban Consumers
Chart 37 Battery-Powered Garden Tools From Bosch and Makita Are Displacing Petrol Equipment in Thailand
Cordless Equipment and Eco Inputs Drive Innovation for Sustainability-Focused City Dwellers
Chart 38 Value Sales 2020-2030
Chart 39 Value Sales by Category 2025
Urban Millennials to Fuel Surge in Purchases of Indoor Plants for Wellness
Ikea Anticipated to Attract City Dwellers with Rapid Growth in Pots and Planters
Shopee and Tiktok Shop Drive Digital Shift as Smart Tools Reshape Shopping
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Forecast Value Sales by Category 2025-2030
Chia Tai Group Leverages Trusted Brands to Sustain Leadership
Opportunities by Targeting Younger Urban Gardeners
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
Home Products Specialists Reinforces Leadership with Omnichannel Innovation
Shopee and Lazada Accelerate E-Commerce Growth in Tools and Accessories
Hybrid Big-Box Formats and Phygital Tools Reshape Shopping Experiences
Chart 44 Retail Channels 2020-2025
Chart 45 Real Gdp Growth 2020-2030
Chart 46 Inflation 2020-2030
Chart 47 Economic Context for Gardening
Chart 48 Population 2020-2030
Chart 49 Consumer Expenditure 2020-2030
Chart 50 Population by Generation 2025
Chart 51 Consumer Context for Gardening
Homewares in Thailand
Key Data Insights
Homewares Summary
Chart 52 Key Industry Trends for Homewares
Ikea Accelerates Digital Sales and Reshapes Shopping Behaviours
Chart 53 Ikea's Chiang Mai Order Point Shows How Far Online Has Moved into the Homewares Journey
Chart 54 Royal Porcelain Translates Modern Thai Aesthetics into Affordable Everyday Tableware
Royal Porcelain Drives Mainstream Demand for Modern Thai Design
Chart 55 Qualy Turns Recycled Ocean Plastic into Accessible Everyday Homewares
Qualy’S Eco Innovations Propel Sustainability and Local Craftsmanship Mainstream
Chart 56 Value Sales 2020-2030
Chart 57 Value Sales by Category 2025
Lazada and Shopee Accelerate Digital-First Shopping and Are Set to Reshape Consumer Expectations
Qualy and Local Producers to Drive Eco Innovation as Regulation and Values Converge
Younger Renters Expected to Prioritise Design and Affordability Amid Shifting Demographics
Chart 58 Forecast Value Sales 2020-2030
Chart 59 Forecast Value Sales by Category 2025-2030
Srithai Superware and Satien Stainless Steel Sustain Leadership in a Fragmented Environment
Royal Porcelain and Qualy Drive Growth in Eco and Design-Led Launches
Chart 60 Company Shares 2025
Chart 61 Brand Shares 2025
Department Stores Leads, but Is Challenged by Changing Consumer Habits
Retail E-Commerce Rises Due to Easy Browsing and Good Deals
Ikea and Central Retail Deepen Omnichannel and Sustainability Focus
Chart 62 Retail Channels 2020-2025
Compact Living and Cultural Pride Shape the Innovation Agenda
Brands Convert Constraints into Distinctive Product Lines
Innovation Redraws the Economics of Product Development
Chart 63 Real Gdp Growth 2020-2030
Chart 64 Inflation 2020-2030
Chart 65 Economic Context for Homewares
Chart 66 Population 2020-2030
Chart 67 Consumer Expenditure 2020-2030
Chart 68 Population by Generation 2025
Chart 69 Consumer Context for Homewares
Home Furnishings in Thailand
Key Data Insights
Home Furnishings Summary
Chart 70 Key Industry Trends for Home Furnishings
Lighting Sees Growth as Consumers Look for Smart and Energy-Saving Solutions
Chart 71 Index Living Mall Make Sustainable Materials a Mainstream Choice in Thailand
Index Living Mall Mainstreams Sustainability with Reclaimed Wood Launches
Urban Consumers Prioritise Digital Convenience Amid Cautious Spending
Chart 72 Value Sales 2020-2030
Chart 73 Value Sales by Category 2025
Indoor Living Will Continue to Dominate, with Urban Demand for Furniture That Maximises Space Efficiency
Index Living Mall Likely to Continue to Invest in Sustainable Supply Chains to Meet Eco Demand
Chart 74 Forecast Value Sales 2020-2030
Chart 75 Forecast Value Sales by Category 2025-2030
Ikano Defends Its Lead as Innovation Drives Brand Loyalty
Players Target Urban Lifestyles with Modular and Sustainable Launches
Chart 76 Company Shares 2025
Chart 77 Brand Shares 2025
Home Products Retailers Such as Ikea and Index Living Mall Adapt with Affordable Modular Formats
Lotus's and Big C Drive Hypermarket Gains with Ready-To-Assemble Ranges
Retailers Integrate Digital Tools and Sustainability to Capture Younger Shoppers
Chart 78 Retail Channels 2020-2025
Design Thinking Pushes Products beyond the Basics
Chart 79 Sb Design Square's Condo Solutions Pop-Ups Target Small-Footprint Bangkok Condo Dwellers
Recent Developments Embody the Shift to Design Thinking
From Novelty to Durable Competitive Advantage
Chart 80 Real Gdp Growth 2020-2030
Chart 81 Inflation 2020-2030
Chart 82 Economic Context for Home Furnishings
Chart 83 Population 2020-2030
Chart 84 Consumer Expenditure 2020-2030
Chart 85 Population by Generation 2025
Chart 86 Consumer Context for Home Furnishings
Country Reports Disclaimer
The following categories and subcategories are included:
Home and Garden
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- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
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Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
See all of our definitions
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This report originates from Passport, our Home and Garden research and analysis database.
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